Facebook Ads vs. Google Ads for Canadian Local Businesses
The core difference: intent vs. interest
Google Ads is search advertising. Your ad appears when someone types a query such as "furnace repair Ottawa". The person has a need right now, so intent is high.
Facebook and Instagram ads (run through Meta Ads Manager) are social advertising. Your ad appears in the feed of people in your area who match the audience Meta predicts will respond. They are not searching, so you are creating interest rather than capturing it.
Side-by-side comparison
| Google Ads (Search) | Facebook & Instagram Ads | |
|---|---|---|
| Reaches people | While they search | Before they search |
| You usually pay | Per click | Per 1,000 impressions (charged as you go) |
| Typical lead intent | High | Medium; needs qualifying |
| What drives results | Keywords, ad relevance, landing page | Creative (photo/video), offer, lead form |
| Best for | Urgent and high-intent services | Visual, planned and seasonal services |
| Speed of follow-up needed | Fast | Very fast (minutes) |
| Special rules in Canada | Industry policies (legal, health, financial) | Special Ad Categories for housing, employment and credit |
Which services suit which platform
Google first: plumbers, electricians, HVAC repair, towing, garage door repair, pest control, emergency dentists, personal injury lawyers. People need these now and search for them.
Facebook and Instagram first: landscaping and interlock, renovations and basements, painting, pressure washing, Christmas light installation, med spas, snow removal contracts. These sell with photos and are planned in advance.
Both: roofing, windows and doors, moving companies, real estate, immigration services. Customers research for weeks and compare several companies.
See industry plans on our industries page.
Lead quality: why Facebook leads need different handling
Facebook Instant Forms open inside the app with the person's name and phone already filled in. That makes them fast to submit, which means more leads but also more casual ones. To keep quality high:
- Use a higher-intent form with a review step before submitting.
- Add one or two qualifying questions, such as postal code, timeline or budget range.
- Call or text within minutes. Social leads cool off fast.
- Follow up in line with Canada's anti-spam law (CASL) when sending emails or texts.
How to run both without paying twice
- Track every lead by source: call tracking for Google, form tracking and the Meta pixel or Conversions API for Facebook.
- Compare channels on cost per booked job, not cost per lead or cost per click.
- Use Facebook to build demand before your busy season, and Google to capture it during the season.
- Retarget website visitors from Google with Facebook and Instagram ads so comparers see you again.
- Review the split monthly and move budget to whichever channel is winning booked jobs more cheaply.
Our Facebook and Instagram ads service and Google Ads management are run by the same team for exactly this reason.
Frequently asked questions
Are Facebook ads cheaper than Google Ads?
Facebook leads often cost less than Google leads, but they are usually lower intent and need faster follow-up and more qualifying. Compare channels on cost per booked job, not cost per lead.
Should a small business start with Google Ads or Facebook Ads?
Start with Google Ads if customers search for your service when they need it. Start with Facebook and Instagram if your work is visual or planned in advance. Most businesses benefit from both once the first channel is profitable.
Do Instagram ads run through Facebook?
Yes. Instagram ads are created in Meta Ads Manager, the same tool as Facebook ads, and the same campaign can run on both platforms.
Can real estate agents target by age on Facebook in Canada?
No. Housing ads must use Meta's Special Ad Category, which removes age, gender and postal-code targeting options.